Thailand is strengthening its long-standing relationship with South Africa’s travel industry, with the Tourism Authority of Thailand (TAT) bringing its Amazing Thailand Roadshow 2026 to Johannesburg, Durban and Cape Town this week.
The multi-city roadshow connected 20 leading Thai tourism partners with more than 40 South African travel professionals, creating space to explore emerging travel trends, new tourism products and future collaboration between the two markets.
The visit comes as Thailand continues to build on the recovery of its tourism sector. In 2025, the country welcomed 32.97 million international visitors and generated more than R750 Million in tourism revenue, reaffirming its position as one of Asia’s most popular travel destinations.
South Africa continues to play an important role in that growth. As Thailand’s largest source market in Sub-Saharan Africa, more than 72,000 South Africans travelled to the destination in 2025. Across the African continent, arrivals grew by nearly 18% year-on-year, reaching close to 200,000 visitors.
For TAT, these figures point to more than just increasing demand.
“These numbers speak to more than tourism demand. They reflect a growing connection between Thailand and South Africa, built on shared curiosity, strong partnerships and a genuine interest in exploring each other’s cultures,” said Chiravadee Khunsub, TAT Deputy Governor for International Marketing Europe, Africa middle east and America.
The delegation included hotels, destination management companies and wellness-focused travel providers, showcasing experiences tailored to the South African market. From beach holidays and family getaways to culinary adventures, honeymoon escapes and wellness retreats, the roadshow highlighted the breadth of experiences available across Thailand.
A key theme throughout this year’s engagement was Thailand’s evolving tourism offering. Under its global direction, Unforgettable Experience: Healing is the New Luxury, TAT is placing greater emphasis on wellbeing, sustainability and more cultural experiences that encourage travellers to connect more deeply with destinations.
That shift reflects changing traveller preferences. South Africans are increasingly seeking holidays that offer more than relaxation alone, with wellness travel, food tourism, adventure experiences and cultural immersion continuing to gain traction.
“South African travellers are incredibly open-minded in the way they travel,” said Khunsub “They’re combining cities, islands and cultural experiences in one journey, and we’re seeing growing interest in wellness, culinary tourism and more meaningful travel experiences that go beyond the ordinary.”
Beyond showcasing what Thailand has to offer, the roadshow also serves as a platform for strengthening commercial relationships. By connecting Thai suppliers directly with South African travel professionals, TAT aims to support the development of more tailored travel packages while unlocking new opportunities for both markets.
The initiative is supported by Emirates, whose extensive connectivity between South Africa, Dubai and Thailand continues to make travel between the regions more accessible.
Looking ahead, TAT says its focus remains on working closely with trade partners and ensuring Thailand continues to appeal to South Africans looking for travel experiences that offer both value and lasting memories.
